市场学(英语)Chapter 2.pptVIP

Describe the three organizational levels of strategy. Describe why business, mission, culture, and goals are important in organizations. Explain how organizations set strategic directions by assessing where they are now and seek to be in the future. Describe the strategic marketing process and its three key phases: planning, implementation, and control. Explain how the marketing mix elements are blended into a cohesive marketing program. Bombardier – A Canadian Company Moving People on a Global Scale Canadian company Founded in 1942 Current Revenue of more than $15 Billion Over 65,000 employees Today’s Organizations: Kinds, Levels, and Teams Kinds of Organizations Profit Non-profit Today’s Organizations: Kinds, Levels, and Teams (cont.) Levels in Organizations and How Marketing Links to Them Corporate level Business unit Business unit level Functional level FIGURE 2-1 The three levels of strategy in organizations Today’s Organizations: Kinds, Levels, and Teams (cont.) Where Things Happen: Functional Areas and Cross-Functional Teams Strategy Issues in Organizations The Business Definition The Mission FIGURE 2-2 Mission of the Holiday Inn Burlington Strategy Issues in Organizations (cont.) Organizational Culture Stakeholders Organizational Culture Goals or Objectives Profit Sales revenue Market share Strategy Issues in Organizations Goals or Objectives (cont.) Unit sales Quality Customer satisfaction Employee welfare Social responsibility A Look Around: Where Are We Now? Customers Competencies Competitive advantage Quality Benchmarking Competitors Growth Strategies: Where Do We Want to Go? Business Portfolio Analysis BCG Analysis FIGURE 2-3 Boston Consulting Group portfolio analysis for Kodak, as it might appear in 2005. Growth Strategies: Where Do We Want to Go? (cont.) Market-Product Analysis FIGURE 2-4 Four market-product strategies: alternative ways to expand sales revenue for Ben Jerry’s FIGURE 2-5 The strategic marketing process Strategic Marketing